.99’s visual interpretation of getting consumers glued to products on Lasoo in NZ Marketing magazine found favour with StopPress voters, taking a 24 percent share of the 895 votes to win the March/April round of The Glossies.
The campaign pipped Special Group’s effort for Four's New Girl in Cleo magazine, which earned 22 percent of the vote and DraftFCB's campaign for the new Mini Coupe in NZ Life & Leisure, which received 16 percent.
.99's creative director Paul Hankinson says Lasoo attracts 120,000 customers per month and, apart from the “odd exception of those who might be missing an eye”, that amounts to 240,000 eyes ready and waiting to “gawk at your product on a month-by-month basis”.
To get the that message across, the .99 team took what he describes as a “laterally literal” approach.
“The visual of the patient with a product literally glued to their eye was a nice creative solution,” he says.
Aimee Palmer, brand manager of Lasoo’s New Zealand parent company Reach Media, is stoked with the win—and the ad.
“.99 really understood what we were trying to achieve in terms of getting our message across,” she says, describing the ‘eyes glued’ concept as “very clever”.
In light of Lasoo’s expansion in November last year, which saw it add Facebook, daily deal and mobile platforms to its arsenal, Lasoo is certainly keen to get as many eyes glued to its products across its multi-channel offering.
“It’s really important to have people understand the reach we can achieve,” says Palmer.
As part of its multi channel approach, the company is getting set to launch a new product, though what that is exactly, we couldn’t pry from Palmer. But she did reveal it was mobile-related and was set to launch shortly in Australia, with New Zealand following suit soon after.
- Enter your entries for the next round of The Glossies here.
ECD: Craig Whitehead
CD: Paul Hankinson
Art Director: Charlie Godinet
Copywriter: Edward Bell
Account Manager: Meredith Maclean
General Manager Sales and Marketing: David Nation
Brand Manager: Aimee Palmer